Role

Concept, Art Direction and Design.

Brief

To educate members of the Smirnoff CRM Programme of Russian New Year on January 13th and its traditions and emphasize the Smirnoff  “Clearly Original” proposition.

Strategy

We focused on the fact that in this day and age, most people had probably broken their New Years resolutions by the 13th of January. So a Russian style invite, wishing members Snovum Godum (Happy New Year) would allow users to set their resolutions again.

Solution

We created an incentivised email which wished Smirnoff members a Happy New Year and invited them to reset their New Years resolutions, Russian style. A microsite was created which sat within the main smirnoff.com website. On arrival at the microsite users could discover Russian traditions on rollover of icy bricks in the wall. Users we’re encouraged to win the perfect Russian New Years gift by setting resolutions.

Results

The Snovum Godum campaign was highly successful with many users interacting and setting new “Clearly Original” resolutions.

Ciara Meaney was employed by TMW for this project.